Destination branding attempts to frame the place in a unique manner, so that it
will stand out in the global tourism market. The assertion of uniqueness has
become an institutionalized global practice for celebrating destination identity.
The emphasis on uniqueness in the destination brand however overshadows
another important but complementary strategy: the accreditation approach.
This paper gives attention to the accreditation strategy while presenting the
Singapore case.
By looking at the newly inaugurated Formula One car races in Singapore and
the soon-to-be-opened integrated resorts, this paper argues that the
Singaporean authorities are actually making Singapore less unique and more
similar to other places. This strategy is advantageous because these new
attractions will draw the attention of the global masses and they will also
accredit Singapore as vibrant, glamourous and trendy. So, this paper shows
why – despite the attempt to be different – destination authorities are learning
from each other and pursuing similar attractions for their destinations.